Fans of Burger King in the US have been losing their minds this week as the chain quietly rolled out one of its most colourful, cartoon-themed collaborations to date.
Feeds on social media have been flooded with pineapple-shaped boxes, neon-yellow buns and more than a few confused commenters wondering why someone in their town seemed to get the meal early.
Others were simply focused on the packaging, which many are already trying to keep ‘for as long as possible’, with one TikTok user admitting they plan to store theirs like memorabilia.
For a lot of people, the hype isn’t even about the food at first glance. It’s instead the presentation - the kind of larger-than-life promo that fast food fans have been begging chains to bring back.
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After a few sneaky hints online, Burger King revealed the full picture: a brand-new SpongeBob SquarePants movie menu, on offer from 2 December, which the chain is calling its most exciting limited-time drop yet.
In a press release, Joel Yashinsky, Chief Marketing Officer of Burger King US&C, said: “At Burger King we do partnerships that are fun for the whole family and Oh Jellyfish! Arghh we ready for SpongeBob this month… This latest partnership with The SpongeBob Movie might just be our most exciting menu yet, with four delicious menu innovations, one-of-a-kind kids toys, and exclusive packaging including two special edition BK crowns.”
The menu is stacked with themed items inspired by characters from the upcoming SpongeBob film, including SpongeBob’s Krabby Whopper (complete with that yellow square bun), Mr. Krabs’ Cheesy Bacon Tots, Patrick’s Star-berry Shortcake Pie and the Pirate’s Frozen Pineapple Float. There’s also a Bikini Bottom Bundle for those who want everything in one go, plus special-edition King Jr. Meals with one of six collectable toys.
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TikToker baileyfink_ seemed to have got an early sneak peek at the range, posting a video showing off the goods.
"Even square, it's delicious!" she said of the Krabby Whopper, also describing the Cheesy Bacon Tots as 'really good'.
One excited parent wrote: “Yay. My kids are gonna loveeee this!!!!”
Fans say it’s already outshining past collaborations from other chains - particularly Wendy’s - praising the Krabby Patty Whopper in its vibrant yellow square bun as something that 'looks like an actual Krabby Patty' compared to previous attempts from other chains.
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One commenter wrote: “Wendys punching the air rn."
Another added: “This put Wendy’s to shame."
Someone else said: “Now this is how you do it @Wendy’s.”
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Paramount is buzzing about the collab, too. Michelle Hagen, Executive Vice President of Worldwide Partnerships at Paramount Pictures, said: “Our long-standing partnership with Burger King has always been built on bold ideas and shared creativity — but this SpongeBob campaign is next-level…We’re diving deeper than ever into the world of Bikini Bottom and bringing fans the most epic FUN and never-been-done-before. It’s the ultimate mash-up of imagination and innovation.”
With The SpongeBob Movie: Search for SquarePants hitting cinemas this December, Burger King seems determined to prove, as one TikTok commenter put it: “Bk proving why they the best fast food burger place."
Topics: Burger King, Fast Food, TikTok, TV and Film
Ben Williams